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News Service:

Annette Hacker, manager,
(515) 294-3720

Office: (515) 294-4777

12-20-04

Contacts:

Annette Hacker, News Service, (515) 294-3720

Teddi Barron, News Service, (515) 294-4778

Iowa State University experts
peer into the future

AMES, Iowa -- The new year is bound to bring changes in everything from the current diet fad to stock market trends. Iowa State University experts offer the following predictions for the future:

 
Litchfield

Bye-bye, low carb

"Low-carb diets will become a fad of the past by the end of 2005. You'll see many of the low-carb products disappear from the grocery store shelves. People will be talking about a new diet or portion control by the end of the year. Both the consumer and industry will shift to an emphasis on portion control."
Ruth Litchfield
Assistant professor, food science and human nutrition

 
Pirog

The brand's the thing

"Consumers increasingly will be looking for branded food products, in which the brand signifies exceptional taste, quality and authenticity. They want food products with a story that is traceable back to the farm. Foods in which the quality, heritage and reputation are linked to a specific place or geographic region will hold special appeal, as well as foods perceived to promote health and well-being."
Rich Pirog
Program manager, Leopold Center for Sustainable Agriculture

 
Swenson

No bull on Wall Street

"The national economy doesn't look so hot. We have an eroding dollar, which is undermining investment confidence in the United States. So, I see flat to no growth in the stock market."
David Swenson
Assistant scientist, economics


 
Fiore

Shopping as a lifestyle

"Shopping will become a more personalized, experiential encounter as retailers incorporate more mass customization technology to individualize product fit and style, and customers combine shopping with entertainment and leisure. Jordan Creek is an example. People may go to buy a product, but also stroll around the lake, eat in a stylized restaurant and then see a movie. It's more than shopping. It's offering a lifestyle."
Ann Marie Fiore
Associate professor, apparel, educational studies and hospitality management

 
Warme

Faux still in favor

"We're finally at a wonderful 'place any' furniture style, and many colors are on the forecast for furniture markets in January. The big emphasis will be on ease of care and maintenance of interior materials and ease of use of spaces. Microfibers (suede-looking) will be big for upholstery because they can be spot- cleaned easily and come in hundreds of colors. New buildings will incorporate greater use of accessible features. Backgrounds will be neutral or subdued colors of greens and blues. Faux painting of walls will continue to be big."
Lois Warme
Associate professor, art and design

 
Oliver

Plants take on TNT

"We're going to see an increase in the whole idea of using plants to deal with toxic substances in the soil. For instance, TNT has been scattered through many sites during production. The danger is not that it's explosive but that it becomes a toxic. Plants can be used to destroy the TNT before it leaches into the water system."
David Oliver
Professor, genetics, development and cell biology

 
Schuh

Competition for students

"In the upper Midwest, competition for students is going to continue to be very robust because the population of students graduating from high school is going to decline. And, even though the economies of some states look as if they are improving, institutions in the public sector will continue to be faced with financial challenges."
John Schuh
Chair, educational leadership and policy studies

 
Jeffrey

Consumer, be knowledgeable

"There will always be the possibility of another Enron. But new federal requirements are intended to make it more difficult for management to commit and conceal fraud. Initial indications are that these requirements, and the related increased penalties, are making a difference. The best defense against being one of the losers next time is for individual investors to be knowledgeable or have competent financial advisers."
Cynthia Jeffrey
Associate professor, accounting

 
Englebrecht

Respect for resources

"I think we're finally at the point where we all understand that we are running out of resources, and architects will begin to be sensitive about both the resources that are used to create their designs and the resources needed to maintain those structures."
Mark Engelbrecht
Dean, College of Design

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Note to editors:

To interview any of these faculty experts, call Annette Hacker,
(515) 294-3720, or Teddi Barron, (515) 294-4778, for their contact information during the holidays.

Print-quality mugs of these faculty are available by contacting News Service at 294-3720

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